This may well become an Internet legend, or it could also be just a story someone made up along the way but it goes something like this:

The German supermarket chain Lidl decided upon a new advertising campaign comparing prices of products that they sell, between their own brands and those of market leaders. They bought space outside their own stores – presumably from their own advertising company – and hired a company to paste the new adverts all over Germany. Sadly one worker made a slight mistake. The man mixed up the order of the sheets he had been hired to hang.

Photo Source: Viktoria Michaelis

The result was that at least one advertising board, instead of having Du Hast Die Wahl with the images of two products side by side, had the advertising slogan back to front. It read Die Wahl Du Hast. Very Yoda and Star Wars.

Someone saw this mistake and took a photograph, posted it to the Internet somewhere, and it went viral. The advertising managers at Lidl came across this posting somehow – even Lidl managers are human and use the Internet, just like ordinary people.

Rather than flip out and castigate the company and its worker, they went the other way. They took advantage of the mistake for their own good.

Photo Source: Viktoria Michaelis

Now you can see both versions of the campaign, sometimes side by side as here.